Golden Age-In Opportunity at the Point of Care

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Category: B2C

Type: Acquisition 

Channel: Point of Care Display, Brochure, Digital

Industry: Healthcare

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Challenge:

 

The majority of KelseyCare Advantage’s (KCA) new members came from their Age-In Medicare marketing program: seniors who are within six months of turning 65. And the vast majority of these members had an existing physician relationship with Kelsey Seybold clinics.

 

In 2014, KCA was the only 5-Star rated plan in the Houston market. However, national Medicare Advantage plan providers like Humana and Cigna were becoming increasingly aggressive with their marketing tactics and were a threat to steal away market share. Frequently, these competing plans offered benefits that KCA did not provide like travel coverage, dental care or gym membership. However, unlike traditional Medicare Advantage plans, KCA allowed its members to visit a Kelsey Seybold specialist without a referral from their primary care physician. This key advantage was particularly appealing to patients who had a chronic medical condition and an existing relationship with a Kelsey Seybold specialist.

 

According to a Kaiser Family Foundation study (KFF), 57% of Medicare beneficiaries do not compare plans annually (this percentage gets increasingly larger as the beneficiary ages) and only 6-10% of Medicare Advantage members switch to another Medicare Advantage plan, therefore initial coverage decisions often have long-lasting effects. 

 

Solution:

 

KFF research showed that over 50% of seniors started researching Medicare at age 63. We also knew that the majority of KCA members came from Kelsey Seybold clinics. Marketing to them at their point of care made tremendous sense. We proposed large information kiosks in all of their clinic lobbies to connect and reinforce the benefits of the Kelsey Seybold brand to KCA. An educational step-by-step brochure with a large infographic visually showed how to make your Medicare plan decision. It was a great opportunity to reach these prospects since they were a captive audience while waiting for their appointments.

 

Additionally, these potential members also had spouses, friends and siblings who were about to Age-In for Medicare as well. Market research showed that Houstonians had an overwhelmingly positive opinion of the Kelsey Seybold brand as a top-tier provider in the region. This created a unique opportunity for encouraging incoming members to be influencers within their social circles.

 

Results:

 

For 2015, KCA not only met, but exceeded its enrollment goals for Age-In by 9%. Much of this can be directly attributed to the increase presence of advertising at the point of care.

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